What You Will See -- Wave Defined The Continuing Story of Wave Executive Summary The Big Stories of Wave 6

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2 What You Will See -- Wave Defined The Continuing Story of Wave Executive Summary The Big Stories of Wave 6 Social Movements The Power Of Social Connecting with Social Experiences The Impact: Summary What does this mean for your business?

3 What is Wave? Wave is a social media study. Wave has retained the same methodology from Wave 1 to Wave 6, enabling comparison across Waves. All research is conducted by the EMEA Research team in collaboration with the UM network of agencies. The survey is carried out using UM s in-house research system, Intuition. We have surveyed 41, Active Internet Users in 62 countries. 507 respondents came from Philippines. All surveys are self-completed and the data collected is purely quantitative. Why the Active Internet User? Active Internet Users are those that use the internet every day or every other day. Social media is driven by Active Internet Users. They drive adoption of platforms and tools and thus will determine which of these will become dominant.

4 BUSINESS MOTIVATIONA L TEXTUAL SOCIAL 38 countries 23,200 respondents INFLUENTIAL 15 countries 7,500 respondents 54 countries 37,600 respondents 29 countries 17,000 respondents March 2007: Launch August 2009: Xiaonei becomes RenRen August 2008: Over 100M users April 2008: Facebook overtakes MySpace in popularity July 2010: 100M check-ins January 2007: Launch 62 countries 42,000 respondents March 2011: 100M members October 2010: The Social Network film released April 2010: ipad released December 2011: Over 845M active users June 2011: Over 200M tweets a day October 2008: Launch September 2008: First Android phone launch Now more than 3.6Bn images on Flickr 21 countries 10,000 respondents June 2009: Launch March 2009: Launch December 2010: 100M users just 2.5 months after launch August 2010: Groupon is the fastest growing company of all time February 2010: Facebook mobile 100M users VISUAL September 2011: QQ IM over 700M active users June 2011: Launch April 2011: Valued at >$36Bn October 2006: Launch July 2008: Launch April 2005: First video uploaded to YouTube January 2005: Launch September 2006: Launch February 2006: Launch August 2005: Launch March 2005: Launch December 2004: Launch February 2004: Launch August 2003: Launch May 2003: Launch January 2001: Launch January 2004: Launch September 2003: Launch June 2003: Launch January 2003: Launch March 2002: Launch October 1999: Launch The Story of Wave

5 The Expanding Wave Universe 41,738 respondents 62 countries Philippines Wave 1 Australia China France Germany Italy India Japan Korea Mexico Philippines Russia Spain UK US Wave 2 Australia Brazil China France Germany Greece India Italy Japan Korea Malaysia Mexico Pakistan Philippines Russia Singapore Spain Taiwan Thailand UK US Wave 3 Australia Austria Brazil Canada China Czech Republic Denmark France Germany Greece Hong Kong Hungary India Italy Japan Korea Mexico Netherlands Pakistan Philippines Poland Romania Russia Spain Switzerland Taiwan Turkey UK US Wave 4 Australia Austria Belgium Brazil Canada China Colombia Czech Republic Denmark Ecuador Finland France Germany Hong Kong Hungary India Italy Japan Korea Latvia Lithuania Malaysia Mexico Netherlands Norway Peru Philippines Poland Portugal Romania Russia Singapore South Africa Spain Sweden Turkey UK US Wave 5 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Czech Republic Denmark Ecuador Egypt Estonia France Germany Hong Kong Hungary India Italy Ireland (ROI) Japan Korea KSA Kuwait Latvia Lebanon Lithuania Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Qatar Romania Russia Serbia Singapore Slovakia South Africa Spain Sweden Taiwan Thailand Tunisia Turkey UAE UK Ukraine US Wave 6 Algeria Argentina Australia Austria Bahrain Belgium Brazil Canada Chile China Colombia Croatia Czech Republic Denmark Ecuador Egypt Estonia France Finland Germany Greece Hong Kong Hungary India Italy Ireland (ROI) Japan KSA Kuwait Latvia Lebanon Lithuania Macedonia Malaysia Mexico Netherlands Norway Oman Philippines Poland Portugal Puerto Rico Qatar Romania Russia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Tunisia Turkey UAE UK Ukraine US Vietnam

6 Welcome to Wave 6 The Business of Social Social media continue to grow rapidly in the Philippines. However, as a medium for marketers, it is still very much on its infancy. Popular measures of success, such as Likes, posts or Tweets, are mere proxies for other more meaningful brand objectives, and suggests just a onedimensional social experience. Perhaps, this is one reason why so many social media strategies look the same, using familiar platforms in familiar ways to achieve similar goals. With Wave 6 we intend to address this challenge. Wave 5 The Socialisation Of Brands showed us that people want vastly differing social relationships with brands. Wave 6 The Business Of Social tells us what these social relationships can deliver for brands. Do brands make customers feel valued through rewards and feedback, do they provide an in-depth information about the product or do they encourage people to recommend the brand to others? Our research has revealed a complex environment where consumers want varying degrees of social relationship with brands per category. And each experience can be harnessed to meet specific marketing objectives. Thus, knowing the value of an experience means we can build a social media strategy that is focused to meet a marketing objective, rather than starting with how to exploit an existing social platform.

7 The Wave 6 Story in 3 Parts: SOCIAL MOVEMENTS THE POWER OF SOCIAL CONNECTING WITH SOCIAL EXPERIENCES

8 Executive Summary SOCIAL MOVEMENTS The story so far in social networking has been one of incredible growth. And this growth is manifested in both the depth and breadth that it has achieved. It is undeniably pervasive. Social networking is almost second nature to net users as penetration is almost at saturation (9 out of 10 would have an SNS profile). On top of that, there is no indication yet that this will slow down as majority (7 out of 10) continue to create profiles in new social networking sites. So we have to be always on the lookout for upcoming gems in the social networking scene. It is undoubtedly involving. People are spending an increasing amount of time on social media to the point that they are now legitimate rivals to all forms of media. Engagement time in the internet and social media overpowers traditional media. Active internet users spend almost double the amount of time on the net vs. television. And while the internet is dominated by the youth (16-24 years old), we see older adults (45-54 years old) as the most engaged group in social networks in terms of time spent. The pervasiveness of social media signifies that we cannot discount its use even for market segments that were traditionally known to be noninternet savvy.

9 Executive Summary Consumers are slowly veering away from siloed, one-dimensional websites (e.g. brand sites, specialist sites like messaging or photo sharing) in favor of the multi-stimulation offered by social media. Social sites have created overlaps with other platforms. And other platforms have tried to translate and infuse their own agenda into social networks. Currently, this is being embraced by consumers and thus implies that brands need to reach out to consumers in social spaces. It remains to be seen whether, in the future, consumers will find this to be a boon or bane. Social networks are very strong in feeding emotional needs (connect, belong, share, be entertained). But it decreases in salience in more logical, functional needs (e.g. knowledge, learning, seek opinions, commerce), which can be satisfied by brand sites, blogs or forums. This presents various opportunities for brands to remain distinct, complementary and synergistic with social networks to be able to maximize the power of both types of platforms. Social networking posts several conundrums reflecting the push and pull attitude it induces among consumers. This suggests they may have logical concerns but the emotional lure is also tough to ignore. People are concerned about online data privacy (7 out of 10). But a majority (71%) believe social sites to be an integral part of their lives. With this, users seem to be fully prepared to share data in return for the benefits that social platforms bring. People think there are too many companies getting involved in social networks (7 out of 10). But they also think more positively of companies that have social pages (60%) and admit to discovering brands they like through social sites (69%).

10 qqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqqq qqqqaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaaaa aaaaaaaaaww wwwwwwww wwwwwwww wwwwwwww wwww Executive Summary THE POWER OF SOCIAL Social experiences deliver very clear value to brands. In harnessing that value, two things are key to keep in mind: The kind of interaction the consumer wants to have with the brand or company. It s not a one-size-fits-all; the relationships or experiences desired by the consumer can vary with every product category. While giving freebies are generally desired, consumers are looking for various depths of engagements (e.g. learning, advice, tools for managing their lives). Brands need to tap into the right kind or depth of involvement they want to elicit from consumers. Which of these interactions deliver the brand s marketing objectives. One cannot always rely on paradigms as to what levers drive the desired outcome. Discounts and vouchers which are traditionally seen as only trial inducing can also drive commitment in certain categories. Opportunity to learn skills, and not just freebies, can generate trial for some product segments. Online experiences can foster long-term values for brands. Beyond reach and message delivery, the social space can deliver more enduring benefits depending on how it is leveraged. A simple personal response to people s complaints, for instance, can nurture commitment or involvement more than prizes or rewards. It is thus important for brands to plot what they expect to get from social interactions and know what can connect with consumers to deliver it.

11 Executive Summary CONNECTING WITH SOCIAL EXPERIENCES The consumer now has more options on devices by which they could go online. But not all of these devices are a suitable environment for every experience. As an example, PCs or laptop computers cut across different functionalities but newer devices have created their own niche. New gadgets (tablets, smart phones, game consoles) increase in relevance when it comes to entertainment, fun and leisure activities. Marrying the right experience to the right device is key to creating a compelling digital strategy. More devices mean more pervasive social connections. Handheld gadgets are growing. Expect internet connectivity to further grow as this will defy time and geographical barriers.

12 THE IMPACT: SUMMARY

13 Be ready to change paradigms, think flexibly and move with a lot of agility Our research shows that social experiences can be very powerful, creating strong connections with the consumer. These arena is very dynamic. It evolves rapidly and is creating consumer responses that are different from what we are used to. It is important that we embrace the surprises this new media brings and exploit its potential to meet the brand s objective. Focus on what value your brand expects from the social space Beyond embracing digital it is crucial to know what value these social connections bring to the brand. So do not spend time and investment on a social experience that you don t know it s value of or doesn t meet your brand s challenges. It s necessary to look at both the consumer s needs and your own objectives if you are to build something that not only connects to the consumer but also helps build value for your brand.

14 Is Social Media working for you? Or are you working for Social Media?

15 THANK YOU